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This file contains:
To: Paul W. Keyes From: Rose Mary Woods. Re: June 1st Telethons. 1 Page. [Memo], 8/6/1962
Handling of Incoming Questions. 4 Pages. [Memo], 6/1/1962
To: Haldeman, Hunter, Frey From: Grassmuck Re: Preparing briefing questions and answers for use before the telethons. 2 Pages. [Memo], 8/29/1962
To: Haldeman From: Grassmuck Re: Notes and suggestions on the telethon operations; at random. 1 Page. [Memo], 8/29/1962
Outline for suggested promotion to precede Richard Nixon telecasts. 17 Pages. [Report], 6/7/1962
How To Improve Our Telethon Technique. 14 Pages. [Report], 6/1/1962
Note with Bob Haldeman written on it. 1 Page. [Memo], n/a
To: RN From: PWK Re: Appraisal of the television situation as an integral partner to our regular campaign activities in the Fall. 27 Pages. [Memo], 6/13/1962
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WHSF: Returned, 63-10
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WHSF: Returned, 63-10
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This file contains:
To: Paul W. Keyes From: Rose Mary Woods. Re: June 1st Telethons. 1 Page. [Memo], 8/6/1962
Handling of Incoming Questions. 4 Pages. [Memo], 6/1/1962
To: Haldeman, Hunter, Frey From: Grassmuck Re: Preparing briefing questions and answers for use before the telethons. 2 Pages. [Memo], 8/29/1962
To: Haldeman From: Grassmuck Re: Notes and suggestions on the telethon operations; at random. 1 Page. [Memo], 8/29/1962
Outline for suggested promotion to precede Richard Nixon telecasts. 17 Pages. [Report], 6/7/1962
How To Improve Our Telethon Technique. 14 Pages. [Report], 6/1/1962
Note with Bob Haldeman written on it. 1 Page. [Memo], n/a
To: RN From: PWK Re: Appraisal of the television situation as an integral partner to our regular campaign activities in the Fall. 27 Pages. [Memo], 6/13/1962
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Richard M. Nixon's Returned Materials Collection
Returned White House Special Files
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Richard Nixon Presidential Library
White House Special Files Collection
Folder List
Box Number Folder Number Document Date
Document Type
Document Description
63
10
08/06/1962
Memo
To: Paul W. Keyes From: Rose Mary
Woods. Re: June 1st Telethons. 1 Page.
63
10
06/01/1962
Memo
Handling of Incoming Questions. 4 Pages.
63
10
08/29/1962
Memo
To: Haldeman, Hunter, Frey From:
Grassmuck Re: Preparing briefing questions
and answers for use before the
telethons.
2 Pages.
63
10
08/29/1962
Memo
To: Haldeman From: Grassmuck Re: Notes
and suggestions on the telethon operations; at
random. 1 Page.
63
10
06/07/1962
Report
Outline for suggested promotion to precede
Richard Nixon telecasts. 17 Pages.
63
10
06/01/1962
Report
How To Improve Our Telethon Technique.
14 Pages.
Tuesday, September 04, 2007
Page 1 of 2
Box Number Folder Number Document Date
Document Type
Document Description
63
10
n/a
Memo
Note with Bob Haldeman written on it. 1
Page.
63
10
06/13/1962
Memo
To: RN From: PWK Re: Appraisal of the
television situation as an integral partner to
our regular campaign activities in the Fall.
27 Pages.
Tuesday, September 04, 2007
Page 2 of 2
Paul .. Keyes
August €, 1962
Rose Mary woods
Memorandum - June 1 - Telethons
Haldeman, Keyes
In preparing for future telethons this Fall, the doss has
been looking at your memorandum of June 1. lie appreciated your comments
with regard to the telethon and for the most part agreed with your suggestions.
However, he completely rejects your suggestion on the handling of the questions.
He wants them to be handled as they come in. while this does not
make for as smooth an operation and some subjects he may want to cover may
be left out, he thinks the only fair way to do this is to take the questions
of the listening audience as they come in.
June 1, 1962 - pwk
- 2 -
HANDLING OF INCOMING QUESTIONS
We were much too concerned in the screening of the questions.
The general 'dullness' of the questions will be relieved in the Fall -
because we will be in the real election where issues are more clear-cut and the
sides more clearly drawn. Also, the competitive atmosphere between Brown
and RN will be tenser - a situation which will allow us stronger defense,
when required, and will justify stronger attacks, when desired.
As a rule of thumb, we should plan to attack more.
I think we can simplify the routing of the questions by adhering to
the following steps:
1.
Preparing in advance a series of 'dynamite' questions - both
defense and attack, but positive in nature.
2.
Having these 'dynamite' questions at Sorters' desk - and
feeding one in to every 3 legitimate questions that come in
on the phone. This, obviously, gives us complete 'quality
control' of our subject matter.
3.
Thus, we could predetermine exactly what would be given to
RN in each batch of questions - he would know, generally,
what to expect and could ease his mind on the matter.
Example of a batch of questions thus handled follows:
- 3 -
*
SAMPLE BATCH OF QUESTIONS FROM SORTERS TO RN:
Question No. 1 -- Prepared 'dynamite' question.
Question No. 2 -- Legitimately phoned in question.
Question No. 3 -- Legitimately phoned in question.
Question No. 4 -- Legitimately phoned in question.
Question No. 5 -- Prepared 'dynamite' question.
Question No. 6 -- Humorous question - prepared.
Question No. 7 -- Legitimately phoned in question.
Question No. 8 -- Legitimately phoned in question.
Question No. 9 -- Prepared 'dynamite' question.
Using this ratio - all questions would be fed to RN in batches of 9 -
giving him assurance that we have a balance in that group that will be
favorable to his cause. And which will be divided equally between defense,
attack, legitimate viewer questions, prepared 'dynamite' questions and
a humorous one.
Knowing the general make-up of each batch - RN can thus operate
in the security of knowledge - that no matter what happens - his 1st, 5th
and 9th (last) questions will be strong positions, the answers to which will
be generally favorable to him.
Thus, no matter how dull the legitimately phoned in questions are -
they will only be que stions 2, 3, 4, 7 and 8 - and he can pass over them if
he feels his pacing requires it.
*
While ratio of questions may be varied - it is the device of control
that is important here.
- 4 -
MORE ON SAMPLE BATCH OF QUESTIONS:
Also - sorters should write key word denoting subject of
question along top border of each card so that RN's mind can
immediately go to work even as he reads question.
I would also urge that the humorous questions be similarly
designated - with some marking at the top of the card - so that
he can find it immediately if he wants to go for it out of the
normal order.
Now, a word about what I call the 'humorous' question. Let's
first combine the meanings of 'warm' and 'humorous' in this category.
Frankly, RN pleasantly surprised me in his almost professional
approach to the 'ad lib' throw-away he did on the air. I believe the warm
and humorous type question helps humanize him to an antagonistic viewer
as well as provide a needed change of pace to the program.
EXAMPLE: (exactly as I recall it on the air)
RN: Here's a call saying that since today is the President's birthday -
do I plan to wish him a happy birthday on the telethon tonight
AUDIENCE - WARM CHUCKLE.
RN: Yes, I am happy to wish President Kennedy many, many happy returns.
AUDIENCE: APPRECIATIVE APPLAUSE.
RN: And while I'm about it - I would like also to wish myself many,
many happy returns on June 5th and November 6th
AUDIENCE: GENERAL LAUGHTER
ENTHUSIASTIC APPLAUSE
- 5 -
MORAL: Out of a seeming completely legitimate situation -
RN was able to 'break the ice' in the program - and also
gain for himself in this order -
Warm chuckles.
Appreciative Applause.
General Laughter.
Enthusiastic Applause.
Now, the big point here is that all of these AFFECTIONATE RESPONSES
were directed to RN, the MAN, not to RN, the Candidate. I think that's
a telling point - one quite important in the overall image we must project
to the public.
Also - later in the program - the question -
'If you had your life to live over, what change would you make --
received a warm response - and was completely believable. And the set-
up gave RN a rare opportunity to make his point about the PT Boat without
any appearance of dragging in the issue by its tail.
And the laugh it received helps 'relax' RN and establishes he has a
quick, witty sense of humor.
I urge we have many more of these in future telethons !!!!!
INTER-OFFICE MEMORANDUM
Nixon for Governor
To: Haldeman, Hunter, Frey
Date:
August 29, 1962
From: Grassmuck
Subject: Preparing Briefing Questions and Answers for use before the telethons.
Distribution:
This is a suggested procedure for working up a set of purposeful briefing
questions.
The obvious purpose of the telethons is to help elect Nixon. The telethons
should be handled so as to get RN and his program across as well as to
destroy Brown and his administration. So the questions and the answers
will need to be prepared with these major purposes constantly in mind.
The questions should be prepared in two groups:
1. Those which are bound to recur and which need to be
repeated throughout the State in each of the telethons.
2. Those which relate to local matters that are important
for particular telethons. These will be of use only once,
probably.
LOCAL AFFAIRS:
The second group of questions, the locals, should be small.
Even though many are submitted, the number of them that gets on the air
must be regulated. These questions will need to be prepared close to the
time of the particular telethon. They will be set in part at least
according to what the local issues of the time and place may be. In this
work local newspapers and local opinion leaders should be consulted.
STATEWIDE CAMPAIGN ISSUES:
The far greater effort should go into preparing questions and
answers which will recur. These will deal with the hard issues of the
campaign, the dynamite questions, the personal questions, and the humorous
questions too. Preparation for these will include updating the questions
used in the primary campaign and adding new Q&A material based on more
recent research and decisions. This preparation can get underway immediately.
Each question can be typed on a 5x8 inch card. The question will be at the
top of the card and the answer immediately below. The cards can be labeled
at the top right, for example, according to major topic (Finance, Welfare, etc.)
Two sets at least of these cards should be kept--one set for the candidate
and the other set for researchers and for use in briefing. After each
-2-
telethon both sets should be returned to Research for reworking. The
old local questions can be replaced by those for the next stop, and the
standard or statewide questions can be reordered and refurbished.
For the sake of all concerned as well as the campaign, the questions in
this group should be limited in number. A hundred is a large batch
to prepare properly and to use effectively in a briefing.
In preparing all these questions we should get Brown's bad points and
Nixon's good points across either directly or indirectly, within the
limits which the question poses of course.
GG:id
August 29, 1962
TO: HALDEMAN
FROM: Grassmuck
DISTRIBUTION:
SUBJECT: Notes and suggestions on the telethon operations; at random.
1. Briefing. A top man from research in whom RN has con-
fidence (Dave Hunter) should arrive on the scene of the
telethon early in the day preceding the telethon. Then
he should be able to size up local issues, determine what
local help he can count on, and what special matters ap-
pear to be needing attention. Experience, perhaps with
the wrong technical experts, leads me to believe that
there are gaps in an RN political presentation which
can better be filled by a researcher than by the sound
and picture people:
If Hunter has the responsibility of briefing, he
might confer with Hess on the morning of the telethon.
Then the two of them, or Hunter alone, could work with
RN for a couple of hours. Here is where the prepared
questions and answers would be effective.
2. Handling Questions during the Telethon. A set sequence of
types of questions should be prearranged, understood and
cued. RN as well as the immediate handler of questions,
Hunter here if all goes well, should know this pattern in
advance. The pattern suggested by Paul Keyes in the
attached memo may be used, or different sequences may be
set provided they are simple and easy to follow. The
demands of the telethon may call for different patterns.
The kinds of questions asked and the way in which they are
asked are determined by the needs of the campaign primarily,
and only incidentally if at all by the nature or type of
questions that are received over the telephones. The op-
position sometimes gangs up on the telephones according to
predetermined sabotage plans.
Tele phone operators should write legibly, know political
D should law disagree they
terminology, and keep the questions to as few words as
possible The questions they receive should then be screened, and
the good ones typed in good Eng 11sh. These should be passed
to Dave Hunter, or an assistant of his, for blending in with
the prepared questions.
3. General Observations. After the first two out-country runs,
you S hould have a t ight show which is ready for the big time
and the big towns. Your show will be markedly improved if
Ray Arbuthnot is given the opportunity to shepherd the cele-
brities. This can well be his sole function.
OUTLINE FOR SUGGESTED PROMOTION
to precede
Richard Nixon Telecasts
- 1 -
What I have outlined here are the beginnings.
I have approached these beginnings with but one thought - how do we
get the most people to watch the Telethon? That has been my guide here - and
must be the guide of all thinking to follow. For only if the Telethon is SEEN
can it be EFFECTIVE
1 have also leaned on a few devices designed to attract DEMOCRATS
to the program - the registration percentages in California bear witness to
our need for this.
I believe each of the following should be considered - then either
accepted as part of our Promotion or Eliminated - but each major approach
that is eliminated must be replaced by another device.
My point being - the time to plan our promotion is now - in the calm,
cool hours of concentration not later in panic.
On a following page, 1 urge we retain the services of a PROMOTION
DIRECTOR to work on each Telethon and while 1 may not be here in the Fall
during the Telethons - I will be here in July and woul d certainly hope to
meet with whomever you choose as Promotion Director and get everything
ironed out - even to preparing a 'Guide to Telethon' work book to be distributed
to our people around the state so that all of their efforts can be combined and
controlled for maximum effect removing the hit/miss aspect that comes from
lack of general communication no matter how good their intentions may be.
Yes, we will always need 'ad libbing' on the local level - but let
them do our work first - then 'wing' it locally.
- 2 -
One other point. - and a major one.
I think the new idea of citizen-participation in a campaign is a
positive one - for when people become involved they become increasingly
more dedicated.
Also - active participation gives them something to talk about -
positive aspects - in their free hours - and assuming many of them occasionally
talk to Democrats - we are thus creating a statewide 'floor of conversation' -
non-politic in nature - but people-to-people.
I can't stress too much the importance we should put on wide
participation in the telethon effort.
But it must always be controlled and directed by us lest it become
dissipated along the way.
- 3 -
NEED FOR A PROMOTION DIRECTOR
Just as we hire a Producer to Produce the Telethon, I think it
is imperative we retain the services of a Promotion Director to Direct
our Promotion prior to the Telethon.
Facing Facts - that the Telethon must be widely seen to be effective -
1 think we've got to avoid the hit or miss aspect of promotion and remove
it from regular workers who add it to an already long list of assignments.
In short - we need a man whose ONLY assignment will be to promote
the telethon - and we must make available to him the cooperation and channels
of the Agency, the press boys, the campaign mailing staff, the producer
of the program and all other avenues at our disposal.
We need a personable specialist who can go into each of our eight
cities and spur activity - always retaining supervision of it. Some of the
devices I have outlined in the following pages will require baby sitting -and
we've just got to get a good baby sitter.
- 4 -
AUTOMATIC PROMOTION DEVICES
There are certain things which we must do automatically.
1.
Agency should secure station break promotion from
all TV stations purchased for the Telethon. We,
as a sponsor, are due this - it's part of the business.
2.
Pre-mailing by Nixon Headquarters. We must send out
maximum mailing - and angle should be for everyone to
invite a Democrat to watch. (I'll be happy to help
prepare this in July).
3.
Agency will (as before) purchase HIGHLIGHT LISTINGS
in newspapers day of Telethon - as well as in the week's
TV Guide.
4.
Advance press releases by Nixon Headquarters.
- 5 -
STATION BREAK SATURATION PLAN ON RADIO
This is a good device - and we should plan to purchase it in each
of the Telethon cities - choosing the most listened radio stations.
There are variations - but I think we can just agree on what we
want - and negotiate with the stations to buy this for the day of the
Telethon - from sign on to the beginning of our Telethon.
Idea is to tie our short, crisp plugs in with the station identifica-
tion all day long.
Example - 'This is WXY Z in San Diego - where Southern Californians
can see Richard Nixon answer questions four hours
tonight starting at 9 on Channel 4.
This is good for us - because it will reach a maximum number of
people - certainly worth the money in car radios alone. And it is not only
a reminder - but a CONSTANT reminder.
It may be necessary to alter the announcements to comply with the
'Paid political' laws - which I will be happy to do.
But - whoever does them - they must be short, crisp, snappy.
- 6 .
LOCAL TV PERSONALITY TIE-IN
1.
Arrange with each station that is to carry the Telethon to have one
of its local TV personalities invite his local viewers to submit
questions during the week prior to the Telethon - the idea being
that Mr. Nixon will answer the 'majority' (most frequently asked)
during his Telethon.
2.
This local TV personality then will be scheduled into our Telethon
(8 stations means one of them per half-hour on a four-hour
Telethon). We will call him at pre-arranged time and his call
will be scheduled on a Beeper phone to RN.
3.
The local TV personality will be 'written for' to avoid wasting expensive
TV time
.....
and will say: (to RN, beeper phone)
'Good evening, Mr. Nixon, this is (NAME) up here
in San Francisco - all week long my viewers in the
Bay Area have been submitting questions - and the one
they most frequently ask is this
I
(GIVES QUESTION)
Mr. Nixon gets the question, thanks the TV personality
for calling - hangs up - and answers the question.
4.
This will get us good, solid, on-the-air promotion for a full week
prior to the Telethon. Because we 'involve' (and thus flatter) the
local guy, he will give us plenty.
5.
This should be worked out between stations and our agency - and not
willy-nilly it is genuine promotion which the station must do for the
purchase we are making of their facilities during the Telethon.
This should be part of our purchase deal.
- 7 -
NIXONETTES
Here, again, we rely on our personal approach, direct contact
with the voter.
And we gain from the cute attractiveness and enthusiasm of the
Nixonettes.
This will occur on the day of the Telethon - D-Day.
We must flood our streets in busy areas with the Nixonettes.
(Also, at or near factories where we reach the workers).
Their message to passers-by will be as follows:
'I hope you and your friends will watch Richard Nixon
answer questions about our California government
for 4 hours tonight on Channel 4 - - starting at nine
o'clock. Thank you.'
The girls will either recite this - or pass out small white cards
(size of business cards) with the message printed on it).
In addition, to the number of individuals reached we get fringe
benefits just from having the girls seen out en masse like this.
- 8 -
TELEPHONE CAMPAIGN (Pre-program)
This gives us the 'direct contact' approach which is very effective.
In each of the 8 cities which are to carry the Telethon, volunteer
workers are to be organized one week ahead of time. For each of the 7
following days, each volunteer will complete 100 calls - easily accomplished
within 2 hours, dialing time and all.
There will be no ad libbing. The standard message will be:
'Hello, this is Joan Doe - I'm a Volunteer for
Richard Nixon, and we hope you and your friends
will watch Mr. Nixon (NIGHT) on Channel 4 as he answers
questions regarding our State government for four
hours - starting at nine o'clock. Thank you.'
With each volunteer committed to completing 100 calls a day for
a week - you can see how this mounts up.
Each girl will complete 700 calls in the week.
Merely 10 girls doing this in each city gives us 7, 000 homes reached
in each city.
Or 56, 000 homes reached in all eight cities. Averaging less than
2.5 viewers per home, we will reach over 100, 000 viewers in this personal
approach.
- 9 -
TELEPHONE CAMPAIGN (during program)
Our aim here will be to contact Democrate.
We will have teams of girls operating in each city - making calls
from our Republican Headquarters. Naturally, total number of persons
reached is dependent upon the number of girs we use . but figure each
girl working for an hour can make a call a minute.
(If you assume a minimum average of 10 girls working out of each
Nixon Headquarters all over the state - - and estimating say 150 such
headquarters - we could reach and maintain 1500 calls per minute.)
The standardized message (our girls must always open and close
the message in one spurt, avoiding dialogue or we lose our pace) to be as
follows:
'Good Evening, this is Joan Doe. Richard Nixon
is answering questions that are important to you right
now on Channel. 4. 1 hope you and your friends will watch
and that you'll call and remind others. Thank you.'
Consider, please, 150 centers with 10 girls each making 60 calls an
hour - our goal would thus be to reach 90, 000 first contacts an hour. (And
at 2.5 viewers per house, we approach 225, 000 viewers).
Most efficient operation will be to have girls work in teams of 2 -
first girl doing the actual talking - other girl getting the next number ready
and dialing the minute first girl hangs up. They can switch off to spell each
other. But they must keep at it every minute.
-10-
TELETHON POSTERS FOR SUPER MARKETS
1.
We must create special posters for the Telethon . and while
I designate them for super markets - they may be, of course,
used elsewhere.
2.
However, my main interest here is the area of the super markets -
because here is where most of our wives and mothers - who spend
the money - must go at least once during the full week prior to
the Telethon.
3.
Important, I think, to.hit the women here where it hurts - because
with posters at or near the checkout counters - we will be reaching
them at the precise moment they are painfully aware of rising costs
and inflated economy when they are reaching into their purses to
buy food, (necessities) at high cost levels.
4.
With this in mind - our posters should have a message in that
direction
something like:
'Richard Nixon will answer questions about the high
cost of living in California next (Tuesday) starting at
9:00 PM and continuing for 4 hours, etc.
5.
Obviously, we will pick up fringe benefits from these posters.
-11-
TV - Appearances during week before Telethon.
1.
RN should guest again on the Regis Philbin show, Saturday night,
in San Diego and promote the Telethon.
2.
RN should also appear as a guest with the fellow in Santa Barbara.
I don't know his name - but RN guested with him two weeks ago and
promised a return visit.
3.
Art Linkletter thrives on interviewing youngsters, and since he is
'with' us, I feel it would be advantageous to have Julie and Tricia
on his show the week of the Telethon in their Nixonette costumes.
Naturally, the Telethon will be 'brought up' in the interview.
4.
Arrange for Chuck Connors to be guest with Tom Duggan and
promote telecast - preferably the night before if we again pre-
empt Duggan's show.
5.
Arrange for a big name 'Star' who is favorable to us - and who
will be in New York the week prior to the Telethon - to get booked
on the "Tonight" show and mention the Telethon. I believe 1 can aid
in securing this booking - if you can deliver a good 'name' to me.
6.
All other TV we can get - but we have to provide them with guests
to discuss it. Our contacts with movie and TV stars can help here.
For example, I'm sure any local TV personality would be happy to Have,
say, Gene Raymond and Jeanette MacDonald suddenly become 'available'
for a local TV appearance. The 'price' the local TV personality
pays is merely allowing them to plug the Telethon. This approach is
VERY STRONG and we must work at it - so that we have star-types
favorable to us on somewhere locally each of the 7 days prior to our
Telethon.
-12-
GIVE-AWAY ASPECT #
1 think this would get us into the papers - and start good word of
mouth about the Teletho n for the entire week preceding the Telethon among
ALL voters - Republicans and Democrate alike.
1.
We must buy (at cost) or obtain a new model automobile.
(of American manufacture.)
2.
We must have identical (except for numbering) tickets
printed and available at all Nixon Headquarters, statewide.
3.
We must release - (to break 7 days in advance of Telethon) -
a news story that a new model car (glamorously described)
will be given away during the Nixon Telethon.
4.
All Californians - Republicans and Democrats alike - are
invited to stop in at their nearest Nixon Headquarters to
receive, free and without obligation, their ticket - one of
which will be drawn by the candidate (or perhaps by name
guest to avoid RN's participation) at some time during the
Telethon - the holder of the ticket so drawn to receive the
new automobile. (Good for post Telethon publicity, too)
5.
To counteract possible counterfeiting of tickets - each
ticket must be signed on the back by the Volunteer worker
at the time it is given out.
6.
This has many built-in benefits:
(a)
It promotes the Telethon by strong word of mouth.
(b)
It 'forces' us into the newspapers for the week before.
(c)
It creates a traffic pattern into our Nixon Headquarters.
-13-
(d)
It draws and HOLDS viewers to the Telethon -
since we will plan (but NOT announce) to make
the drawing close to the end.
(e)
It is one of the few promotional features which will
'involve' Democrats in our Telethon.
7.
Against it - - it will undoubtedly be tagged by our opposition
as Madison Avenue' - but if it works, so what? ?????
*
We need a ruling on legal aspects - and may have to qualify our approach.
-14-
'ENTHUSIASM' LETTER FROM RN
A week before our Telethon date, I believe a letter over RN's
signature should go out to the key field workers/leaders.
This would be a very brief note in which RN expresses his
enthusiasm for the Telethon and flatters the local man by informing him
that the burden of success rests on the man's ability to get people in his
area to watch it.
Final paragraph would urge local man's cooperation with our
Promotional Director.
If this is approved, I'll be happy to draft the letter.
-15-
THE UNKNOWN QUANTITIES
These, of course, could give us our best promotion.
If only a new issue could 'arise' or let's say be 'awakened' just
prior to the Telethon - it would help gain viewers immeasurably.
If only some new angle in the campaign could be 'made' to crop up a
few days ahead of the Telethon - it would give us the biggest hook we could
hope for - which briefly is - that the Telethon would be the first opportunity
the public would have to hear RN's views on it.
And the hotter the better!!!!!!!
We have a lot of time between now and the Fall Telethons -
certainly - if we all work together on it - we should be able to scare up a
good-sized bombshell.
This alone would assure us our maximum audience.
-16-
MORE TO COME
PWK
6/7/62
Telethon technique
June 1, 1962
HOW TO IMPROVE B R TELETHON TECHNIC UE
GENERAL REACTIONS:
First off, let's agree what needs improvement is the program, and
not RN's Performance, which was excellent!
We must surround and protect him better.
Another PLUS was RN's make-up and lighting. These, I feel, were
near perfect.
Corey, of course, was completely wrong. As Duggan's and Connor's
later appearances proved, we need an ad libber to do an ad 11b job. Point
is, we require someone who is at home before the TV cameras -- a man with
some wit -- and a stronger personality than Corey's -- so he can spur RN on.
Gene Raymond and Jeanette MacDonald - while not exciting as we
know the word - were good simply because they are such attractive people.
Also, I feel the 'happily married' image is a good one for us to project at all
times.
Move phone operators away from RN so he can have a better atmosphere
for 'THINK.'
One thing we did not satisfy is the viewer's thirst for blood. To the
antagonistic ones - the ones we are trying to swing over - we must remember -
that to them - this is Rome again - RN is the man and every question is a
potential Lion. We need some Bloodthiraty questions - more about that later.
We must have a 'showinan' at the borter's Desk.
HANDLING OF INCOMING QUESTIONS:
We were much too concerned in the screening of the questions.
The general 'dullness' of the questions will be relieved in the Fall -
because we will be in the real election where issues are more clear-cut and the
sides more clearly drawn. Also, the competitive atmosphere between Brown
and RN will be tenser - a situation which will allow us stronger defense,
when required, and will justify stronger attacks, when desired.
As a rule of thumb, we should plan to attack more.
I think we can simplify the routing of the questions by adhering to
the following steps:
1.
Preparing in advance a series of 'dynamite questions - both
defense and attack, but positive in nature.
2. Having these 'dynamite' questions at Sorters' desk - and
feeding one in to every 3 legitimate questions that come in
on the phone. This, obviously, gives us complete 'quality
control' of our subject matter.
3. Thus, we could predetermine exactly what would be given to
RN in each batch of questions - he would know, generally,
what to expect and could case his mind on the matter.
Example of a batch of questions thus handled follows:
- 3 -
*
SAMPLE BATCH OF QUESTIONS FROM SORTERS TO RN:
QUESTION NO. 1-- Prepared 'dynamite' question.
QUESTION NO. 2 -- Legitimately phoned in question.
QUESTION NO. 3-- Legitimately phoned in question.
QUESTION NO. 4-- Legitimately phoned in question.
QUESTION NO. 5 -- Prepared 'dynamite question.
QUESTION NO. 6 -- Humorous question - prepared.
QUESTION NO. 7-- Legitimately phoned in question.
QUESTION NO. 8-- Legitimately phoned in question.
CUESTION NO. 9 -- Prepared 'dynamite' question.
Using this ratio - all questions would be fed to RN in batches of 9 -
giving him assurance that we have a balance in that group that will be
favorable to his cause. And which will be divided equally between defense,
attack, legitimate viewer questions, prepared 'dynamite' questions and
a humorous one.
Knowing the general make-up of each batch - RN can thus operate
in the security of knowledge- that no matter what happens - his let, 5th,
and 9th (last) questions will be strong positions, the answers to which will
be generally favorable to him.
Thus, no matter how dull the legitimately phoned in questions are -
they will only be questions 2, 3, 4, 7 and 8 - and he can pass over them if
he feels his pacing requires it.
* While ratio of questions may be varied - it is the device of control
that is important here.
- 4 -
MORE ON 'SAMPLE BATCH' OF QUESTIONS:
Also - sorters should write key word denoting subject of
question along top border of each card so that RN's mind can
immediately go to work even as he reads question.
I would also urge that the humorous questions be similarly
designated - - with some marking at the top of the card - so that
he can find it immediately if he wants to go for it out of the
normal order.
Now, a word about what I call the 'humorous' question. Let's
first combine the meanings of 'warm' and 'humorous' in this category.
Frankly, RN pleasantly surprised me in his almost professional
approach to the 'ad lib' throw-away he did on the air. I believe the warm
and humorous type question helps humanize him to an antagonistic viewer
as well as provide a needed change of pace to the program.
EXAMPLE: (exactly as I recall it on the air)
RN: Here's a call saying that since today is the President's birthday -
do 1 plan to wish him a happy birthday on the telethon tonight
AUDIENCE - WARM CHUCKLE
RN: Yes, I am happy to wish President Kennedy many, many happy returns.
AUDIENCE: APPRECIATIVE APPLAUSE.
RN: And while I'm about it - I would like also to wish myself many,
many happy returns on June 5th and November 6th
AUDIENCE: GENERAL LAUGHTER
ENTHUSIASTIC APPLAUSE
- 5 -
MORAL: Out of a seeming completely legitimate situation -
RN was able to 'break the ice' in the program - and also
gain for himself in this order -
Warm Chuckles.
Appreciative Applause.
General Laughter.
Enthusiastic Applause.
Now, the big point here is that all of these AFFECTIONATE RESPONSES
were directed to RN, the MAN, not to RN, the Candidate. I think that's
a telling point - one quite important in the overall image we must project
to the public.
Also - later in the program - the question -
'If you had your life to live over, what changed would you make'-
received a warm response - and was completely believable. And the set-
up gave RN & rare opportunity to make his point about the PT Boat without
any appearance of dragging in the issue by its tail.
And the laugh it received helps 'relax' RN and establishes he has a
quick, witty sense of humer.
I urge we have many more of these in future telethons !!!!!
- 6 -
VISITING FIRE CHIEFS:
There must be a new way to handle the 'visiting Fire Chiefs' -
if it is decided to use them at all. However, since we will always feel
obligated to use some of these lest we injure ourselves politically by slighting
them, I think the thing to do would be to have another desk (in possibly
another studio) where a Duggan or top-flight name or even a Lt. Governor
candidate would handle the 'Fire Chiefs' endorsement - with an absolute
maximum of two minutes.
We could control them much better here - (and perhaps we gain
strength for the Ticket by having the Lt. Governor candidate involved
in this matter).
Also - this will free the heavy on-camera traffic in RN's stage area
and free his mind for the real purpose at hand - to get through the cameras
to the people at home.
One other point - there should be a room adjacent to stage area -
where each of these Fire Chiefs could be rehearsed before going on -
where we can tell them where 'to cut' and hold them to our minimum.
For this, I believe we should have an Associate Producer -
assigned exclusively to handling of Fire Chiefs - again, a 'showman' who
knows his timings and 'entertainment' values intuitively. Also - by having
this kind of man shorten and control the Fire Chiefs (as against a member
of RN's staff) you avoid the 'political' hurt feelings.
- 7 -
Obviously, the opening copy of the dgn-on went downhill - not
by subject - but by delivery. We need a 'salesman' in that opening spot -
and should accept nothing less.
We must tell the phone operators who is boss - and that when he
asks to speak to a caller - let him, dammit!
When RN goes into the audience - incidentally - there were some
very good questions asked there - he must remember to ask the names of
the persons to whom he speaks.
Also - since RN is more than a candidate but a 'celebrity' as well -
we should get some 'fans' up into that audience - it would have been
impressive to see him asked for autographs while up there - also - some
should have copies of his book for him to autograph.
1 think the idea of our half-hour 'wrap-ups' is a good one - and
should be continued - the lists were very impressive - - but, again, here,
we suffered from Corey's lack of enthusiasm. We need a 'salesman' for
these as well as our Opening.
PITCHES FOR FUNDS AND CONTRIBUTIONS:
First of all, we have to recognize that to successfully get contributions
we must successfully ask for them.
In this line we must not mimes our requests and repeat one
particular pitch throughout four hours as we did last time.
- 8 -
Secondly, next time we must go into the show with a variety of
amounts already piedged - which we can release from time to time through-
out the show. We would lean toward having some larger amounts already
in the bag, but yet unpublished.
Also - we need to make note of the Profession or Grouping of our
contributors. In this way, for example, we can announce a contribution
of $100 from a Professor - who gives the money to help elect RN so we
can improve the 'climate for education' in California.
Then again - we shoul d recognize those groupings which
may be against us - and play heavily off them. Example - get a few contri-
butions pledged in advance from Laborers - Union Members
.....
and
from time to time through the show - release them
.....
'And here's a
pledge of $10 from (NAME) who is a member of (NAME A UNION).
Thus, by recognizing our areas of weak support - and doing some
missionary collecting before the program - we will be able, by intelligently
spaced releases of these during the show . to give viewers at home the
impression that in these heretofore enemy camps - the tide may be turning.
#think this is very important! 1111
These should be released as also new ones which come in during
the show - from time to time so that we can create the impression of a
snowball in RN's direction - everybody wants to get in on something that's
working - and this fact alone will cause some to dig down and piedge money
to us.
- 9 -
Now, as to how the subject of money should be handled on the air:
RN should not discuss it - must stand above asking for
money.
Here's where we can use our actors/actresses. Now, what
is an actor An actor is a person who has given up his life to
playing a variety of roles. And if Romeo and Juliet are roles -
if Rhett Butler is a role - if Dr. Kildare is a role - so also is
that of Contribution Solicitor.
Each pitch must be worked out separately so they will be
varied and exciting. Those who can ad lib it - good - but we
can't rely on that and should have a series of 'fact sheets'
printed on why money is needed - the use to which it is put -
that all contributions will be used to extend RN's campaign -
and that a contribution now may well be the difference in the
November election.
I think each star-type should first read off a list of 10 or
15 contributions that 'have just come in' and then go on to ask
for more. This is flattering to the ones whose names are read
off - it gives the feeling of mementum to the flowing-in of
contributions - and it gives our appeal for funds some marques
value - in that the average home viewer will pay attention to a
star - even when be asks for money.
- 10 -
Just an added gimmick here - we ought to have a Cash Register
on stage somewhere. And every time our contributions pass a new
$$100 mark' - hit it. The sound will be good and serve as a frequent
reminder that money is an issue here. (Net in the middle of an Answer,
obviously).
Sound of the occasional cash register will also give RN a chance
for an ad lib about it - and he should be provided with a list of these
for use throughout the evening.
ROLE FOR MRS NIXON:
There should be a specific role for Mrs. Nixon. The public loves
Mrs. Nixon and wants to see and hear her.
There are many ways to handle this - and we can discuss them
separately - however, one that comes to mind now is this:
For five minutes out of each half hour, Mrs. Nixon should
go among the telephone operators and relieve one of them on
incoming calls. During this time - when Mrs. Nixon is actually
taking calls, we should take a LONG SHOT of all operators at
work - then soom in for Close Up of Mrs. Nixon on phone, and
by means of a LAVALIER mike - we should hear Mrs. Nixon's
side of the conversation. (Other side, too, if you wish, by a
Beeper phone).
This establishes Mrs. Nixon as an Active Participant in
her Husband's Campaign - yet avoids the personal embarrassment both
of them must have by forcing small talk in public. It will also spur
new calls.
- 11 -
IMPORTANT
There are two things we missed out on the other night.
The first was a 'new' issue. All we did was rehash old issues.
The second was an 'emotional' issue. The closest RN came to
this was in defense of spending his own money for his own house for
his own family the first time he discussed Martin Lane the other night.
Regarding the 'n ew' issue - we ought to have a Blockbuster
ready to be exposed on each Telethon. A phone call can seemingly
'trigger' it - and if we handle it correctly - we can get more calls on
the same subject - and each of RN's successive answers on it can either
add to the information about it or attack it from a new angle. This
will, of course, build viewership. But it's got to be a 'hot' one.
(Blood thirsty, if you will.)
- 12 -
Finally, an emotional issue,
All the facts in the world on the 160-acre limitation and water
rights will never add up to excitement.
There is no rallying point in cold hard facts!
We must take pains to prebuild into every future rally the
occasion for an emotional issue - for here is where RN can talk man-
to-man with an audience - get them all steamed up - raise his voice -
and let me tell you - the voice of protest is a great one!
Only over an emotional issue can RN stir the people - get them
excited at home - get them into a fighting spirit - whether he has to assume
indignation - personal hurt - or you name it - our cause will best be
served when the people cannot but feel themselves 'involved' with RN -
and they won't bother to get "Involved" about tired, already over-discussed
issues.
What we need is an emotional issue - one which will case the audience
as a large orchestra and RN as their Conductor . then he can 'play' hell
out of them.
Enough for now - more later.
PWK.
]
Paul Keyes'
memos - returned
by Agnello -
1) Tele
2) Averall TV Plan
BOB HALDEMAN
CONDITION YEA
9101
M
BobH H
Overall
TV,
June 13, 1962
Plan
Note to RN:
Attached is my appraisal of the television situation
as an integral partner to our regular campaign activities in
the Fall.
I hope you will farm this out for the best professional
opinions available to us before accepting or rejecting it in all
or in part.
You and I share equally a deep appreciation of the
potential of TV in the campaign and know full well the results
we reap will be in direct proportion to our intelligent use of
the medium.
And it is with that in mind I urge you to seek out the
best professional minds available to us regarding each of my
proposals.
In matters of such paramount importance I find the
only thing better than the double-check is the triple-check.
Respectfully,
PWK
Suggested Treatment of the Role of
Television
in the election campaign of
Richard M. Nixon
together with a reappraisal
of the medium of television
with the goal of creating a
political philosophy for it.
-1-
First, some observations and candid appraisal of what is
generally wrong to date in the use of television in the political arena.
As far as I can see, the candidate is too often considered
a 'product' which needs selling to the people and is treated as
such - to take his place along with detergents, used care and
soft drinks between programs.
As such, the candidate becomes merely another item on
the crowded shelves of TV's supermarket.
Rather than enter this already overcrowded super-market
of items 'for sale' to viewers, I feel we must consider television
not as a sales force at all but as what it should be - the most
dramatic means of mass communication ever designed by man.
With that uppermost in mind, what we must do then is to
c reate a philosophy of our own regarding television - a philosophy
in which everything done to date become s archaic and in which we
reverse what has gone before in such a way as to rid ourselves
forever of the image of a man trying to 'sell' himself to the voters
and replace it with the image of a ground swell of private citizens
who are rising up to demand that the candidate serve them.
In short, we will replace the insensitive selling of a
product with the sensitive affection for a candidate.
-2-
To accomplish this goal, it is imperative we
achieve maximum value from every TV spot we purchase, and
we cannot achieve that 'whole' without combining a variety of
'parts', which I cover in this report under Phases.
What follows then is a new approach to Television in
Five Phases.
Their implementation will be a lot of hard work, much
coordination and greater supervision.
The prime need will be the selection of a TV Coordinator
to supervise the overall operation followed by the designation of
others to baby sit each of the Phases.
Never forget, there is more to successful utilization of
TV than the creating and scheduling of spot announcements -
first and foremost is the need of a basic, honest understanding of
what we are trying to do.
But while manipulation of thought is at best a risky endeavor,
we can feel confident of our efforts, because our goal is such a
worthy one - the election of RN in November.
Now then,
Phase One,
which we will consider as Opportunistic buys
-4-
OPPORTUNISTIC BUYS
Always remembering that whatever TV we do must have
strong identification with the majority of viewera, We cannot let
the World Series viewers escape our grasp - but rather must
reach this vast audience using as our spokesman one of their own.
(We must, as soon as we can, determine what nationally
known and respected sports figures are 'with' us and begin
preparing a series of TV spots utilizing their acceptance to
strengthen our message.)
The same goes for the thinking behind using Chuck
Co nnors in the station break immediately following his own
NO
show during the 4 weeks before election day. This is no hit and
miss opportunity, but a calculated gesture to win votes by association.
And if Ronald Reagan will do the same for us in the station
break following GE Theatre, all the better.
Our watchword throughout must be - the best buy for
the money where we can reach a maximum audienne in announcements
with the flavor of 'identification' running through them as our main
theme.
And so let this summarize Phase One of our television
approach to the people:
a calculated creation and placement of
television spot announcements relying heavily
on the popularity and acceptance on people in
public life to 'follow themselves' on TV in the
role of private citizen concerned with the best
interests of the people of California.
-5-
In other words, we will arrange for celebrities to
speak to their own fans about the 'need' for Richard Nixon in
the Governor's office. And, especially in the case of the world
series buys, we will be doing this to a maximum audience.
Also, regarding the world series, we should consider
the early evening sports casts on television - to catch the many
viewers who worked during the day and who tune in for the recap
of the day's games.
And where we can afford it, we should consider radio
spots on world series stations - the car radio audience alone
is one to be respected.
Enough for Phase One.
-7-
Our full one minute television announcement must be
scheduled with but a single goal - the ultimate goal of exposure
to the voters - not under-exposure nor over-exposure - but on our
best estimate as to what scheduling will best allow the average
viewer to see it only once.
There are charts and rating estimates that can help us
lock this in - but as you will see later in this report that I favor
and urge maximum use of the 20-second station break type
announcement throughout-the campaign, we must gear ourselves
to use the one minute announcements sparingly.
These one minutes basically are aimed to cover the only
aspect of our approach that cannot and should not be squeezed into
a 20-second commercial announcement.
Our method here is to turn what the opposition cries is
a negative into what we and the voters must realize is a positive.
And that is the matter of RN's out-of-state experience.
Our philosophy must be solidified into one which tells the
California citizen what a lucky man he is that such a national and
international leader will accept California's call to leadership.
The one minute announcement so described is on the
following page.
- -6-
Phase Two.
This will be our only use of
full one minute television announcements.
%
-8-
ONE MINUTE TELEVISION FILMED ANNOUNCEMENT
(FLATTERING PICTURES OF RN WITH PEOPLE)
*VOICE:
This is Richard Nixon.
Born and raised in his native California.
One of the most famous men in the world.
(FILM CLIP VICE PRESIDENCY INAUGURATION)
Known internationally as the most effective Vice President ever
to be elected and re-elected in the history of the United States
of America.
(CLIPS OF RN WITH EISENHOWER, CHURCHILL, ETC.)
Admired and respected by the leaders of the free world.
(CLIP, FINGER POINTING INTO KHRUSHCHEV'S FACE)
Feared and propagandized against by those who honor no God
but slavery.
(THE NIXON FAMILY)
Yes, this is Richard Nixon.
Husband
father
patriot - proud of his California birthright.
who now offers himself to the people of his home state whom he has
served so proudly and so long in the highest councils of our government.
(CU RN)
Richard Nixon - whose unparalleled knowledge and understanding of
the world we live in can best serve your interests at home.
Richard Nixon - the man truly worthy of your vote as the next
Governor of his home state of California.
*(VOICE TO BE DOCUMENTARY 'QUALITY' TONE WITHOUT HARD SELL)
-9-
Phase Three.
Here is where we begin to turn the
candidate over to the 'demands'
of the people.
-10-
RN wants to be Governor of California. We know that.
Now, what we must know is that the people want RN to become
their Governor. And the best way we can learn that the people
of California want RN to become their next Governor is to
have them tell us so - daily, effectively, dramatically,
simply and in their own language.
That's what Phase Three is all about.
We will seemingly remove RN from the speaker's platform
and introduce instead his fellow citizens who will speak up
for him, creating what will roll into a statewide snowball of
enthusiasm for RN.
This will have equal appeal to and effect on Democrats and
Independents (who watch TV too, you know).
In this approach we recognize the unfortunate fact that
the average man more easily identifies with the 'amiable bungler'
than he does with the honor student. We can overcome that
disadvantage by sowing the seeds of demand in the homes of
California. I know these seeds will take root.
Examples of the seeds we are about to sow follow:
-11-
I am Jane Doe, a housewife, from Santa Barbara.
I've lived in California and been a Democrat all my life.
But this year I'm voting for Richard Nixon -
this world is beginning to frighten me - and I'm convinced California needs
Richard Nixon - we should all be grateful he will serve us.
I'm John Doe, a San Francisco insurance salesman.
I've been a Democrat all my life - until Richard Nixon offered
himself to the people of our state.
Nixon is bigger than party politics - and I'm just afraid we'll go
down the drain if we don't elect Nixon in November.
I'm Joan Doe, a teacher in San Leandro. I made the great mistake of
voting for my party candidate 4 years ago - and helping elect him.
Well, I've learned a lot in these 4 years - and I know now
we need Dick Nixon.
And we should all be grateful that he is around to serve us for 4 years.
I'm Jack Doe, a lathe operator in Santa Barbara. Two years ago
my company had to move out of this state because of the rising costs here.
and I lost my job.
I didn't know what to do about it then - but I do now - I'm gonna
vote for Dick Nixon in November - I'm a Democrat - but I'm
atill gonna vote for Dick Nixon in November.
-12-
I'm Harry Morton. I own my own farm here in Palo Alto.
Now, I'll tell you something - the farm situation in California is a
disgrace. 4 years ago 1 voted Democrat - but it didn't solve anything -
so this year I'm voting for Nixon - I just feel he can put some
dignit; back in our lives.
I'm Bill Smith - California's my home - always will be.
I'm proud of my state - and now that it'll soon be the
first state in the nation, I think it's about time we did
something about getting some real leadership here -
that's why my vote goes for
Dick Nixon.
I'm John Doe - I'm a student at UCLA, and this is the first
year I'm eligible to vote.
I'm gonna vote for Nixon - cause I hope to marry and
raise a family in California - and I think the state and
all of us will be in a lot better hands for the next 4 years if
we elect Nixon in November.
(NEGR)) I'm Harry Doe, and I liveland vote in California -
and my vote's for Richard Nixon - I've listened to them both - and Nixon
is the one I believe will give me equal opportunity - and that's
all I ask out of life -- all 1 want - all any of us want - is just a
little bit of equal opportunity. And I know Mr. Nixon will give us that.
-13-
(OLDER MAN) My name is Jdan Smith. 1 love California, but I'm
scared the way it's been heading. Why if it keeps up. pretty
soon there'll be nothing from Oregon clear down to Mexico -
nothing but big government.
My vote is to stop all that
kind of thinking - my vote is for Richard Nixon.
(HOUSEWIFE PUSHING CART OF GROCERIES OUTSIDE SUPER MARKET)
Pm June Doe - I live here in Sin Diego - and 1 just get sick
at the prices we have to pay for things.
And the thought of another tax raise under Brown would just
kill ne - that's one reason my husband and I are
voting for Mr. Nixon in November.
-14-
Regarding the preceding spots in Phase Three
They will be sound on film.
They will all be filmed out of doors where we can use
God's light and save on electricity.
When shown in the Fall, they will be placed locally, and
bicycled around the state.
These are samples - there will be more - I prefer complete
variety here as against the insistent pounding of one piece of film
down the viewers' throats.
As any vital issue comes up in the campaign, we make another
of these film clips - and rush it to the airwaves - giving us
quality control at all times.
Casting will be difficult - but worth it. We will tell all
of our Area Leaders what we need and hope that cumulatively they
can furnish everybody.
Full value can of course, only be reached if every single
'buy' we make when scheduling these is an opportunistic buy
heavily favoring us.
In short, 'we the people speak.'
-15-
Phase Four.
Here is where we allow and encourage statewide
Republicans to raise money to put themselves
on television 'declaring for Dick'
at the local level, always retaining
our control and guidance of their messages.
-16-
To start from the beginning:
In all cities and areas which have local TV stations -
we will create - out of our existing Republican organizations -
an isolated branch, let's call it the Telenixon Volunteer Group.
All Telenixon Volunteer Groups will be entirely self-
supporting - not drawing from our regular campaign money banks.
Here is how they become self-supporting - they will put
themselves on television only as they gather enough money to
pay for each spot. Incidentally, we will create some bit of
competition among groups to spur them on by weekly reports
detailing progress to date of all Tel mixon groups.
We will need a shrewd advertising/showman to be in charge
of this overall plan - and it will be his first assignment to visit
each of the cities/areas to be involved and set up the framework
to our satisfaction.
Let's agree here and now that all such television will be in
the form of station break 20-second spots. I am convinced, for
the most part, what we need is FREQUENCY of Television, not
LENGTH of television. Except as noted earlier, I don't think there
is one damn thing to be gained in 60 seconds that we can't do in 20.
-17-
In our Telenixon approach, we rely heavily on the
psychological reactions of people in all areas seeing their
neighbors and friends on television - paying for the spots out of
their own pockets and the pockets of other friends and neighbors
'to speak up for Dick'. We must streate wherever we can the
ACTIVE interest in RN instead of relying on the heretofore
PASSIVE role of the private citizen.
All business between our local Telenixon group and the
TV stations in their area will be conducted on the local, personal
level realizing that these widespread local activities will of
themselves generate words-of-mouth which collectively will indicate
a state-wide citizen-participation flavor in the campaign.
Enthusiasm must become our middle name.
As to this local raising of money - it will be done
completely apart from our regular money raisers - amainly by direct
local mail and personal calls.
Now, let's face facts - we are going to win in November - and
one way to win is to know we are going to win and to preconvince the
electorate that we are going to win. A lot of voters staying quietly at
home during the campaign áreof no good to us over and above the vote
of each, on election day. But if we take these people who are for
us - and dramatically publish they are for us - we pick up a vital
and positive force which will snowball enthusiaem of its
own momentum.
-18-
EXAMPLE: If a voter in Santa Barbara who watches TV
(and they all do) sees a parade of his neighbors, fellow citizens,
customers and friends declaring themselves for RN AT THEIR
OWN EXPENSE- he'll get the message that EVERYONE is for RN.
I'm convinced this grass roots vision of support for RN is
far superior to a bunch of shiny, glossy, slick, too-perfect, too
professional spot announcements.
We must also consider a strong motivating force which will
aid us in this is that built into this plan is a form of self-advertising -
especially where we utilize local small businessmen. We'll arrange
for them to mention their own business as well as the candidacy of RN.
EXAMPLE: DRUGGIST ON SIDEWALK OUTSIDE HIS STORE,
TRAFFIC NOISES IN BACKGROUND. HE TALKS TO CAMERA.
OR:
STILL PICTURE OF ABOVE, VOICE OF DRUGGIST.
Ilm Harry Fleck - you all know my drugstore here on
Main Street. I'm one of millions of Californians who will elect
Dick Nixon our next Governor. I paid for this announcement myself,
because I think it's time for all of us to speak up and declare ourselves.
Now, here is another example - one in which the TV spot
is paid for not by one person, but by the joint contributions of
enough as are required to pay for it.
-19-
(GROUP OF PEOPLE, EXTERIOR LOCATION. ONE SPEAKS
TO CAMERA -
OR:
STILL PIC OF ABOVE, VOICE OF GROUP'S SPOKESMAN)
'All of us live and work here in (LOCAL CITY NAME) -
and we collected enough money among ourselves to pay for this
announcement - because we believe and know Richard Nixon's
election as Governor will be a great step forward for (LOCAL CITY
NAME) and all the people of California. ,
The greatest momentum to this avenue of reaching the people
will come after a few spots described above - when the druggist,
for example, has customer after customer saying 'saw you last
night on television' or when all the members of the group hear over
and over again from people who saw them on TV * others, eager
for similar recognition, will tend to contribute and join this
'TV parade for Nixon'.
-20-
We must prepare drafts of letters to bear RN's signature -
to be sent to every person who is seen on TV in his cause. The
druggist will, 1 am certain, frame his letter and put it in the
window of his store - each of the members of the various groups
who appear will show their letters to their friends - always
generating new enthusissm for the candidate. (Note: where a
group appearance is involved, each of its members must receive
a slightly DIFFERENT letter from RN).
If this plan is approved, I will draft the 'appreciation'
letters.
I will also prepare ALL FRAMEWORK ANNOUNCEMENTS for
adaptation by local groups. This entire project, to be successful,
must represent our knowledge of the situation and can NEVER BE
TURNED OVER TO LOCAL GROUPS who might, in all good intentions,
not achieve maximum benefit from the TV exposure.
Finally, I feel one of the biggest plus factors in this plan -
and one not considered enough - is that this Telenixon Volunteer
Group idea fosters the illusion that the PEOPLE - common-ordinary-
man-in-the-street-people - will over the state feel the surge of need
for RN's leadership - and that more than a concentrated clique of
trained politicians in Los Angeles are steering the campaign.
-21-
Regarding costs in Phase Four.
A brief survey uncovers the following:
A one-time, 20 second station break sound-on-film or
slide with live voice-over announcement in the most expensive
time periods will cost:
$35 in Chico
$75 in Santa Barbara
$125 in Bakersfield
$234 in San Diego
$330 in Sacramento
There being a 5 percent discount when 26 announcements have
been reached, 26 announcements in each city thus becomes our
minimum goal.
26 announcements with discount thus range our totals in
the above mentioned 5 cities from a low of:
$864. 50 in Chico
to a high of
$8, 051. 00 in Sacramento.
-21-A-
Addenda on one time costs for 20-second station
breaks in the most expensive time periods.
San Francisco
CBS-TVq
$234
NBC-TV
225
*
Los Angeles
CBS-TV and NBC-TV range
between $1, 050 and $1, 200,
depending on weekday or
Saturday and Sunday.
ABC-TV - slightly less.
# It would thus appear Los Angeles would not be a good
market to include in this phase - Los Angeles appearing too
expensive to be practical. Also, in such a major, widespread
market it is impossible to create the 'home town' flavor required
in Phase Four.
-22-
Phase Five
will be our Infantry.
-23-
We can't say what form Phase Five will take yet until we
feel the demand s of the heat of the campaign.
But with much of our thinking (outlined on previous pages)
now accomplished - the previous Phases combine to become our
air support - the 'cover'
Phase Five will go in to put out
Brown's September Brush Fire Wars - will rush in to stop an
October skirmish - will be readily deployed at the time of an early
November attack.
And for Phase Five - we'll drop the charm in favor of
inevitable infighting.
And for this we must rely on hard-hitting statements*
by the candidate to be placed in and around the high rated TV
newscasts.
Of all TV availabilities, only the pre-election newscasts
offer us the 'climate for battle'. (Let's face it, you can't interrupt
Dinah Shore to call Brown a liarill!!)
So we must gear now to fight then. And we are early enough
to select our own battlefield - the TV Newscasts.
*(We'd better make these full minutes, too).
1
-24-
Note to RN:
Whatever you approve will be initiated;
whatever you reject will be replaced.
Respectfully,
PWK
6/12/62
YOU